LA rolls out the welcome mat for Son Heung-min, Lisa and mega events

Mega Events Spanning from the 2026 World Cup to the 2028 Olympics

Los Angeles (LA) has begun upgrading its city infrastructure ahead of a "triple crown" of mega events, starting with the 2026 FIFA World Cup, followed by Super Bowl LXI in 2027, and the LA Olympics and Paralympics in 2028.

Doane Liu, Director of Los Angeles Tourism, emphasized that LA is a city capable of expanding major sporting events into broader entertainment and cultural experiences. Global K-pop artists, including BLACKPINK's Lisa, are expected to take the stage at SoFi Stadium during the 2026 World Cup opening ceremony.

Modernization of city infrastructure is also underway. Projects such as the modernization of Los Angeles International Airport (LAX), the expansion of the LA Convention Center, and the Outer Harbor Cruise Terminal project are currently in progress. Currently, the LA tourism industry creates more than 530,000 jobs and records annual revenues of $42.8 billion.

Korean Tourists Expected to Surpass 300,000... 'Sonny Effect' Boosts Sports Tourism

South Korea is one of the top five key international markets for LA tourism. The number of Korean visitors, which was approximately 290,000 in 2025, is projected to exceed 306,000 in 2026.

In particular, the "Sonny Effect" triggered by Son Heung-min is shifting the demand for LA sports tourism within South Korea. Domestic travel agencies and OTA companies are focusing on developing packages for watching MLS and MLB games in person. In response, Korean Air has renovated and reopened its largest premium lounge at the LAX Tom Bradley Terminal.

Liu suggested that Korean travelers visit local areas such as San Pedro, the Waterfront, the Arts District, and Silver Lake, in addition to Koreatown.

"Tourism should not be a one-time festival enjoyed only by outsiders, but a long-term engine that provides practical benefits to local residents, businesses, and the community alike," Liu stated.